Last week, as part of the latest webinar series, I presented an
overview of the South and South East Asia market looking at our
current position and direction for FY12/13.
My first 100 days in market have helped me understand the huge
growth opportunities that the South and South East Asia region
holds for New Zealand.
Arrival figures over the last year have been encouraging with
significant year-on-year growth in Singapore and Indonesia, with
Malaysia seeing a staggering 44.5 per cent growth for the year
ending May 2012.
While Malaysian arrivals grew for the year, the decline seen in
May is a direct result of the recent withdrawal of Air Asia X. This
shows the importance of strong air connections in our offshore
markets. However, the Air Asia X service demonstrated that there is
demand for New Zealand from Malaysia and its neighbouring
countries- a demand that we will leverage via existing
connections with Jetstar and Malaysian Airlines.
Maintaining strong relationships with airlines will continue to be
a high priority in the coming year. These include Thai Airways,
Singapore and Malaysia Airlines, Jetstar and Air New Zealand as
these are key to our success in this market. We will also work to
further develop our relationship with Garuda Airlines following its
announcement earlier this year of its intention to launch a direct
Jakarta to Auckland service in 2013.
Trade relationships will continue to play a significant role in
our activity, and our focus will be to maintain and improve the
existing relationships we have. The exception here is Indonesia
where we are just starting to introduce New Zealand to the market,
providing support and marketing tools to key trade and
Engagement with trade will continue as we look to maintain our
presence at industry events such as NATAS, MATTA, and running Kiwi
Link among others. A large focus will also be placed on investing
in training New Zealand trade and also encouraging our trade
partners to be more active on newzealand.com.
Across all of our activity, a priority will be to improve the
integration of campaign, public relations and trade messages to
ensure that we maximise opportunities by delivering consistent and
well aligned messages.
The recent South Island Road Trip campaign which ran in
Singapore in May is a great example of the types of campaigns we
will look to implement. This was run in partnership with Singapore
Airlines, Christchurch International Airport, local tourism
operators and trade and demonstrates the effectiveness of an
incorporated campaign with consistent messaging.
Public relations will be a core part of our activity to maximise
coverage and leverage our campaign work. A new public relations
agency and internal resource will help achieve this.
Our campaigns will focus on key sectors which will vary across the
region. Segments include families, premium, prime youth,
honeymooners and expatriates.
Business events and incentives will
also play a large role across the region. India, Malaysia and
Thailand have been highlighted as focus markets in Tourism New
Zealand's Business Events Strategy.
I look forward to keeping you updated with our activity throughout
the year. For more information about the region you can also visit
our South and South East Asia activity pages here.